Marketing Management Report

Marketing Management Report
The Concept
My concept is an end-to-end e-waste management company dedicated to environmental stewardship with advanced recycling technology, and to extract high quality metals by rendering innovative e-waste management solutions with fastest turn-around time from e-waste to economically viable metals.
This company will solve and meet three critical needs: 1. It will give municipalities and companies a cost effective alternative to landfilling and rerouting the generated e-waste. 2. It will regularize the current fragmented e-waste management industry, which consists of collectors, recyclers, transporters, smelters etc and will provide end-to-end e-waste management solutions to produce economically viable metals. 3. It will use latest metal extraction and e-waste recycling technology to produce metals that will help to meet growing demand for environmentally viable metals.
The recycled metals will be targeted towards electronics manufacturers, metal traders, and equipment manufacturers. Additionally, the company will offer a service to, e-waste storage and recycling plants by municipalities, sellers and manufacturers of EEE (electrical and electronic equipment). Currently, these municipalities and companies face several issues regarding the disposal of WEEE (waste electrical and electronic equipment). Landfills are filling up fast and current e-waste management solutions are not adequate to meet the ever increasing inflow of waste. Thus, the cost of e-waste disposals is a big problem at provincial and national level. This will solve this problem by accepting this waste without any fee (currently all the e-waste recycling programs charge fee to accept and recycle e-waste) and recycle it to useful metals.
The company will sell precious metals like Gold, Silver and platinum related metals along with copper, Aluminum, Cadmium and Palladium recovered from the e-waste using advanced metal extraction technology like bio-leaching and advanced pyro metallurgical extraction methods. The products will be purchased primarily by metal traders and EEE manufacturers in Atlantic Canada.
The company enters a niche metal trading market that recycles e-waste that has not been done in a sizeable scale till now in Atlantic Canada. With the advanced technology metal extraction methods, the company could produce and supply metals at highly competent rates with low carbon foot prints associated with the production processes. According to Statistics Canada, selling metals is currently a $3.2 Billion industry with an expected raise of 8-12% per annum.
The concept of end-end recycling e-waste and selling recycled metals is an untapped market with tremendous growth potential in future. This concept has been well researched, upon careful analysis found it will have a significant environmental and economic impact on Canada. Over time, the will establish potential partnerships with various universities chemistry labs to support the research and to develop advanced recycling technology. Later, the company explores the possibility of recovering rare earth metals from e-waste. In this case, the profits will be near doubled. All the technologies and integration processes will be patent and copy right protected. In addition, a company like this needs a significant investment and work, which discourages immediate competition.

Research Needs
The integrated metal extraction and e-waste recycling plant will be set with multiple recycling and extraction procedures. However, following are the research needs that are identified while preparing this report: * The economic viability of an integrated e-waste recycling plant. * The safety of having pyro-metallurgical and hydro-metallurgical units within the same plant. * Improving the quality of recycled metals that can compete with mineral ore produced metals. * An ideal cost-effective location to set-up the plant in New Brunswick.
The above research needs will be solved using extensive secondary research and then conducting primary research to validate the results of secondary research. The primary research will be done by interviews and panel discussions using various stake holders of this concept.
Marketing Strategy
The company will focus on two different market segments: Suppliers and Buyers. To access both of these markets, the company will have two different marketing strategies. For suppliers, the company offers complete solutions to their e-waste management issues at free of cost including free site pickups. For the Buyers, it offers higher quality metals at cheaper rates with low carbon foot print. Thus, the common benefit for both buyers and suppliers to get associated with this concept is reduced environmental burden on their corporate social strategy report along with significant dollar savings. For suppliers the savings come from the reduction in cost of holding waste and for buyers by cheaper, high quality metals.
In addition, this company offers e-waste storage and recycling services for municipalities. Currently, these municipalities face several issues regarding the disposal of WEEE. Landfills are filling up fast and current e-waste management solutions are not adequate to meet the ever-increasing inflow of waste. Thus, the cost of e-waste disposals is a big problem at provincial and national level. This cost will solve this problem by accepting this waste without any fee (currently all the e-waste recycling programs charge fee to accept and recycle e-waste) and recycle it to useful metals.
Suppliers
The suppliers are primarily divided into following categories * Producers of Electronic and Electrical Equipment (EEE). All the manufacturers of EEE fall into this category like Intel, Inventec etc. * Marketers of EEE. All the big companies like Apple, Dell, Samsung fall into this category. * Wholesalers & Retailers of EEE. All the companies like future shop, amazon, Best Buy Staples fall into this category. * Users of EEE. All the commercial companies like Morgan & Stanley, E&Y, Novartis that use EEE, house-holds fall into this category.
Thus, the process of manufacturing to seller is a multi-level process, the partnerships has to be done at various levels across the sales chain of EEE to gain maximum impact to encourage these players to take steps to ensure that waste generated by EEE is supplied to this company at various intervals of time.
Buyers
To ensure long term success, the recycled metals will be targeted towards electronics manufacturers, metal traders, and equipment manufacturers.
However, this company primarily will concentrate on metal traders in Atlantic Canada.
According to Statistics Canada, selling metals is currently a $3.2 Billion industry with an expected raise of 8-12% per annum. I calculated the values of the metals traded based on the numbers of the traders in Atlantic Canada. The estimated value of the company’s target market is around 1.14 billion as showing in Table B below:

With current competitors, it can be assumed that it would initially tap 5% of Target market share, which is 5% of 1,139,955,000 around $ 57 million.
Market Needs
Market Needs in Supplier Segment
Provincial electronic product stewardship programs (“PSPs”), require businesses to take responsibility for disposal or recycling of their electronic products in Canada. The goal of these programs is to shift the responsibility for the costs of disposal to businesses and to ensure that these products are disposed of in an environmentally sound manner. Failure to comply can result in significant fines or even imprisonment.
Even though, there are e-waste management laws in Canada, the e-waste management is not effectively carried out at large scale because of absence of consolidated, large-scale e-waste management facility that offers end-to end services and handle the huge magnitude of e-waste that these businesses can give. Thus, a company like this with its solid vision and environmental strategy can offer these big businesses in Canada an efficient way of processing their e-waste and help them comply with Canadian environmental laws
Market Needs in Buyer Segment
The metal production industries touch the everyday life of everyone. They cover metal, non-metal, oil sands mining, coal mines, and manufacturing in the form of smelters, refineries and fabrication facilities. Metal industries provide essential products to different customers’ segments. Examples of these products are; construction equipment, wires, housing, automobiles, Jewelry, electronics or electrical equipment etc., to meet the needs of our modern lifestyle. According to the Mining Association of Canada (MAOC, 2011), “Canada’s mining industry plans to invest $136 billion in projects over the next decade”. However, with the raise in environmental concerns in metal industries, not only is there a need to be environmentally friendly, but also profitable at the same time. Metals produced by this company satisfies this need in this industry.
Marketing Plan
Traditionally, metal industry is associated with environmentally hazardous practices with its chemical emissions and environmentally unsafe bi-product disposal practices. But any practices that allow to effectively decrease the environmental burden of this industry proved expensive and decrease this industry's profits eventually. However, the environmentalists often believe that metal industries are necessary peril with the high carbon footprint associated with mining and extraction procedures. What if removing mining and extraction procedures associated with the metal industries negates the high carbon footprint and reduces the environmental burden of this industry to an extent? This company is formed with such an idea to make metal industry economically and environmentally friendly with its metal extraction using recycled e-waste generated in Canada. This is a critical need that this company addresses with the metals that are produced by recycled waste of EEE.
“One metric ton (t) of electronic scrap from personal computers (PC’s) contains more gold than that recovered from 17 t of gold ore. In 1998, the amount of gold recovered from electronic scrap in the United States was equivalent to that recovered from more than 2 million metric tons (Mt) of gold ore and waste”
Recycling 1 million cell phones can recover:
- 50 lbs of gold
- 550 lbs of silver
- 20 lbs of palladium
- 20,000 lbs of copper
Not only for gold, recycling aluminum, saves 90% of energy of mining new aluminum. Recovering 10 kilograms of aluminum via recycling, for example, uses no more than 10% of the energy required for primary production, preventing the creation of 13 kilograms of bauxite residue, 20 kilograms of CO2, and 0.11 kilograms of sulfur dioxide emission.
Positioning
For Suppliers, this company offers an effective way to handle their e-waste management issues irrespective of the magnitude of the e-waste with its huge recycling and metal extraction plant and end to end service business model.
For Buyers, it offers high quality, economical metals with less carbon foot print, which can reduce their company's environmental burden and look good on their social corporate responsibility strategy.
Pricing
Pricing of this company e-waste management services are free for the suppliers of e-waste. However, if the supplier is located outside 500 miles radius of the plant, there will be a charge for the transportation of the e-waste from their facility to the plant at regular cargo shipment prices in the industry.
For Buyers, this company’s metal production technology allows to extract following metals: * Aluminum * Palladium * Gold * Platinum * Silver * Copper * Other trace metals
Because of the no cost associated with the raw materials this company could provide the above metals 10% below the current metal trading prices.
Promotion
This concept will be marketed using different tactics to target its two different target populations: * Suppliers * Buyers
Suppliers: Acceptance of this concept amongst the corporate suppliers and domestic suppliers will be one of the keys to this concept’s success. Even with strong need for consolidated e-waste management company, if the suppliers are not willing to partner to collect e-waste, then the production of metals and subsequent revenue suffers a lot. Furthermore, Big corporations like Xerox, Staples, Apple have a privileged position in EEE market concerning environmental initiatives and those that have partnered with this company will be powerful advocates and help to gain more suppliers coming on board to partner with this company.
Buyers: As with the buyers, the most important factor in promoting the recycled metals will be concrete pricing strategy with low carbon footprint associated with the production of metals at cheaper price.
The core promotion strategy of this company is to create environmental awareness of both suppliers and buyers. For this this company will embark on a large-scale, national advertising campaign focusing on Social Media, Television and printed media. This promotion strategy will help not only create awareness but also promote the importance and benefits of going green in modern business practices. One of the early adopters will be used as an advocator of the business to promote and motivate both suppliers and buyers. This concept will create an environmental stewardship awards for all the suppliers and buyers and promote it as a prestigious recognition for going green in their business practices.
A world-wide business website and environmental campaign websites and their respective social media accounts will help to connect and promote its concept and business.
Using the above channels, along with as much free press as possible, this concept will be able to create a demand "pull" for metals to complement the demand "push" which will arise from acceptance amongst e-waste suppliers.
Distribution
One of the key differentiating factor of this concept is no middle-men are appointed at any stage of the business creating a seamless, end-to-end business model. Hence entire distribution channel handles in-house transportation fleet and employees.
Conclusion

A detailed financial and feasibility report is needed to address the financial, physical and market viability of this concept. However, this concept addresses all the e-waste management woes of the big corporations and various suppliers along with reducing the environmental burden. It will regularize e-waste collection through a various types of partnerships and collect e-waste from the manufacturers and sellers of EEE. Using advanced metal extraction methods, latest recycling technology, it will achieve highest recovery of metals form WEEE.
References
United Nations University (2009, September 17). Set World Standards for Electronics Recycling, Reuse to Curb E-waste Exports to Developing Countries, Experts Urge. ScienceDaily. Retrieved).
Bleiwas, D. (n.d.). Obsolete Computers, “Gold Mine,” or High-Tech Trash? Resource Recovery from Recycling. Retrieved April 20, 2015, from http://pubs.usgs.gov/fs/fs060-01/fs060-01.pdf
(n.d.). Retrieved April 20, 2015, from http://www.advancedrecovery. com/environmentalissues/html/electronic_ equipment_recycling.html
Campbell, S. (n.d.). Retrieved April 20, 2015, from http://environment.yale.edu/publication-series/documents/downloads/0-9/106yale_electronics.pdf
North America Precious Metals Sectors : A Company and Industry Analysis (September 2008). (n.d.). Retrieved April 20, 2015, from http://www.researchandmarkets.com/reports/656357/north_america_precious_metals_sectors_a_company
(n.d.). Retrieved April 20, 2015, from http://www.miningnorth.com/wp-content/uploads/2012/04/MAC-FactsFigures-2011-English-small.pdf

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